EFFECTS OF SMART SHOPPING ON VALUE CO-CREATION, SHOPPING EXPERIENCE, AND CUSTOMER EQUITY

Nam Hee Jin,Kyong Ryul Koo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The advent of smart shopping environments including innovative information technology, advanced delivery systems, and extended smart phone use has rapidly changed the shopping methods and activities of the consumers. They have chosen smart shopping with greater frequency, which minimizes the use of time, money, effort and energy to buy the right products and to gain shopping experiences such as hedonic and utilitarian feelings (Atkins and Kim, 2012). The concept of smart shopping is based on value co-creation which can be explained as the value from the outcome of interaction between firms and consumers (Grönroos, 2011, Vargo and Lusch, 2004). In the value co-creation process, smart shoppers are willing to perform customer participation behaviors such as information seeking, information sharing, responsible behavior, and personal interaction, and to show customer citizenship behaviors such as feedback, advocacy, helping, and tolerance (Yi and Gong 2013). In smart shopping, a consumer involves in shopping experiences through product purchases and while engaged via the shopping environments such as an elaborate store design, educational events, recreation, and entertainment (Fiore and Kim, 2007). These shopping experiences, which contain both hedonic and utilitarian value (Holbrook and Hirschman, 1982), are better explained by consumer processes, responses on the shopping environment, situation, and consumer characteristics (Fiore and Kim, 2007). The attributes of shopping experience are symbolic, hedonic, and aesthetic (Holbrook and Hirschman, 1982) and utilitarian and hedonic (Kim, Lee and Park, 2014). Smart shoppers who are involved with value co-creation obtain hedonic benefits with emotional, funny, and enjoyable feelings and along with utilitarian benefits such as rational, functional, task-related experiences (Holbrook and Hirschman, 1982). The value co-creation and the shopping experience lead to greater customer equity such as value equity, brand equity, and relationship equity (Lemon, Rust, and Zeithamal 2001). Based on previous literature review, the authors constructed the following hypotheses. First, smart shopping will have positive effects on value co-creation, the shopping experience, and customer equity. Second, the smart shopping will have positive effects on both value co-creation and the shopping experience. Third, value cocreation will have positive effects on the shopping experience. Fourth, value cocreation and the shopping experience will have positive effects on customer equity. The authors collected the data based on questionnaires from mobile smart shoppers. The SPSS 20 and AMOS 20 statistical programs will be used for the data analysis. The analysis found the positive influence that smart shopping has on value co-creation and the shopping experience, and customer equity. This is the first study that shows these relationships from an empirical point-of-view. The findings of the study have useful managerial implications on the effects of value co-creation on both smart shoppers and firms. Value co-creation will provide smart shoppers with better product or service quality and enhance firms with more valuable customer equity. The greater shopping experience is the greater customer equity that will be developed. Value co-creation also will give firms a strong competitive advantage in terms of an organization’s learning, brand perception, reduced risk, improvement of customer relationships, and lowering cost for marketing, and research and development. The study has limitations. First, other potential variables of the value co-creation influencing new service development, customer loyalty, and customer satisfaction etc, could be considered. Second, the length of the relationship between smart shoppers and the service provider in value co-creation process should be considered. Third, the study needs to be generalized to cross sectional research beyond smart shopping area. Finally, to examine the effects of value co-creation and the shopping experience on customer equity, future research could investigate how value co-creation and the shopping experience affect the objective financial performance of a firm.

IMPLICATIONS OF DESIGN INNOVATION AND DESIGN EXPERIENCE ON CUSTOMER VALUE

Kyeong Kook Jang,Sang Jin Kim,Sung Hwan Yeo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of user-centered design, which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ? for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

복합문화공간의 체험요소(4ES)가 체험가치에 미치는 영향

심혜정,박명선 한국기초조형학회 2019 기초조형학연구 Vol.20 No.6

The Complex cultural spaces satisfy consumers' desire for cultural enjoyment and create value of experience. In this study, we examined the impact of experience factors (4ES) on experience value of complex cultural spaces and identified them through empirical analysis to create more effective consumer value as a new culture experience space for consumers and to further develop cultural and artistic value of complex cultural spaces. Blue Square, a multi-cultural complex located in Hannam-dong, Seoul, was selected as a recruitment site and surveyed by 200 consumers with experience in Blue Square. Data processing was performed with a multi-regression analysis using SPSS/WIN Ver. 25.0. The analysis results showed that the aesthetic experience factors have a common positive effect on all empirical value factors. Second, it was found that the factors of recreational and deviant experience have positive effects on behavioral value, cognitive value and relational value. Third, educational experience factors were found to have a negative influence on sensory value, behavioral value, cognitive value and relational value. In sum, experience is the domain of the consumer and therefore does not possess the same domain of experience as anyone else. Personal experience indicates that there is an emotional, physical, intellectual, and spiritual interaction with the events that have been created and that the value of the experience can be found through various experiences. As the experiences of consumers come to a competitive age, it is necessary to continuously study the development of cultural complexes focusing on new and diverse experience factors and sensory experiences that give instant pleasure through these experiences (4ES). In this study, based on the future expected to be good for the development of cultural development of customer-centric. 복합문화공간은 소비자들의 문화향유에 대한 욕구를 충족시키며 체험의 가치를 창출한다. 이에 본 연구는 복합문화공간의 체험요소(4ES)가 체험가치에 어떠한 영향을 끼치는지 알아보고 복합문화공간이 소비자들에게는 새로운 문화체험의 공간으로 보다 효과적인 소비자 가치를 창출하며 복합문화공간의 문화예술적 가치를 보다 발전시키기 위해서 실증분석을 통하여 규명했다. 서울 한남동에 위치한 복합문화공간 블루스퀘어를 모집장소로선정하였으며, 블루스퀘어를 직접 체험한 경험이 있는 일반인 소비자 200명을 대상으로 설문 조사를 실시하였다. 자료처리는 SPSS/WIN Ver. 25.0을 활용하여 중다회귀분석(multiple reigression analysis)을 실시하였다. 분석결과는 첫째, 미적 체험요소는 모든 체험가치 요인에서 공통적으로 긍정적 영향을 미치는 것으로 나타났다. 둘째, 오락적, 일탈적 체험요소에서 행동적 가치, 인지적 가치, 관계적 가치에 긍정적 영향을 미치는 것으로 나타났다. 셋째, 교육적 체험요소는 감각적 가치, 행동적 가치, 인지적 가치, 관계적 가치에 부정적 영향력을미치는 것으로 나타났다. 종합해보면, 체험은 소비자 개인의 영역이기 때문에 누구와도 동일하게 체험의 영역을소유하지 않는다. 개인의 체험은 만들어진 이벤트와 감정적, 육체적, 지적, 정신적 차원의 개인의 상호작용이 생겨나고 또한 다양한 체험을 통한 체험의 가치를 발견할 수 있다는 점을 나타낸다. 이러한 체험요소(4ES)를 통해 소비자의 경험이 경쟁력 있는 시대가 옴으로써 순간의 즐거움을 주는 새롭고 다양한 체험요소들과 감각적인체험을 중심으로 한 복합문화공간 발전에 대한 지속적인 연구가 필요시 된다. 본 연구를 기반으로 향후 소비자중심의 복합문화공간의 발전에 도움이 될 것으로 기대한다.

O2O 서비스의 경험 가치 요인 연구

김진형(Kim, Jin Hyung),김헌(Kim, Hun) 한국디자인문화학회 2018 한국디자인문화학회지 Vol.24 No.1

최근 ICT 비즈니스의 가장 성공적인 사업 모델로 자리 잡은 O2O(Online to Offline)서비스 시장이 전세계적으로 가파르게 성장하면서 온라인과 오프라인의 경계가 점차 허물어져 가고 있다. 이러한 성장세는 서비스 플랫폼을 통해 사용자 경험을 부여하고 고객문제를 해결하는 등 엔드유저(End User)의 경험 가치에 초점을 맞춘 결과라고 볼 수 있다. 소비자의 ‘가치’는 다양한 분야에서 지속적으로 연구되어왔지만, 사용자 경험 분야에서 새로운 플랫폼에 대한 ‘경험가치’ 연구 사례는 미흡한 실정이다. 이에, O2O 서비스에서의 경험 가치를 고찰함으로써 UX(User Experience) 디자인 관점에서 O2O 서비스의 성장요인을 파악하고자 하였다. 연구방법은 선행 연구 및 문헌 고찰을 통해 O2O 서비스의 특성 및 경험 가치 요소를 파악하였고, 고찰된 이론들을 기반한 UX 디자인 관점에서의 ‘O2O 서비스 경험 가치 모델’을 제안하였다. 본 연구는 유저의 접근 흐름에 따라 O2O 서비스의 구조적인 개념과 사용자 경험의 단계, 서비스 디자인에서의 경험 가치 속성의 고찰, O2O 서비스에서의 경험 가치 모델 제안 순으로 진행되었다. 먼저, UX 디자인 관점에서 파악된 O2O 서비스의 성공요인은 ‘물리세상(Offline), 가상세상(Online), 차세대 기술의 융합을 통한 시간/공간/신체의 확장 곧, 물리적 한계의 개선이 만들어낸 경험 가치’임을 파악하였고, 둘째, John Dewey(1958), Forlizzi(2000), Donald A. Norman(2004) 등의 선행 연구를 통해 경험 과정, 대상, 가치, 결과 등을 파악하였으며, 특히 온오프라인을 넘나드는 총체적인 경험 모델을 제시한 Bernd H. Schmitt(2013)의 감각(sense), 감성(feel), 인지(think), 행동(act), 관계(relate)의 다섯 가지 체험모듈을 신매체 중심의 소비자 행동 모델(AISAS)에 접목하여 O2O 서비스의 행동 확장 기준으로 도출하였다. 셋째, 경험 가치 요소로는 Cho&Kim(2010), Holbrook(1999), Scherer(2004) 등의 경험 가치 이론을 토대로 사용자 경험 단계에 따라 감각 단계에서는 감성적, 물리적, 환경적 가치를, 감성 단계에서는 정서적, 학습적 가치를, 인지 단계에서는 학습적, 기능적 가치를, 행동 단계에서는 사회적, 기능적, 감성적 가치를, 관계 단계에서는 사회적, 물리적, 환경적, 감성적 가치를 도출하여, 마지막으로 앞서 도출된 경험 가치를 도식화하여 O2O 서비스의 경험 가치 모델로 제안하였다. 이를 통해 각 경험 단계에 따라 O2O 서비스의 공간구조에 대한 경험 가치의 속성을 파악할 수 있으며, 경험적 요인을 파악하고 경험 디자인을 수행할 때에 접목시킬 수 있는 자료로 활용할 수 있다. 본 연구는 O2O 서비스의 발전과 확장에 있어 경험디자인이 앞으로 나아갈 방향을 모색하였다. O2O 서비스에서의 사용자 경험 가치의 가능성을 가늠하고 O2O 서비스와 같이 차세대 컨버전스 서비스 분야에 있어 경험 디자인을 위한 기초 연구로써 의의가 있다고 사료된다. As O2O(Online to Offline) service market, which was settled as the most successful business model of ICT business lately, has rapidly grown throughout the world, the boundary between online and offline has gradually collapsed. It can be said that such growth trend results from the fact that focus was put on end user’s experience values by rendering user’s experience and solving customer problems through service platform. ‘Value’ of consumers has been continuously researched in various fields but there are not sufficient research cases of ‘experience value’ regarding new platform in user’s experience field. Thus, this study aims to consider experience value of O2O service and then, to grasp growth factors of O2O service from the aspect of UX(User Experience) design. Research method is to grasp characteristics of O2O service and elements of experience value through advanced researches and literature reviews, and it suggested ‘experience value model of O2O service’ from the aspect of UX design based on considered theories. This study was conducted in the following order pursuant to user’s approach flow; the phase of structural concept of O2O service and user’s experience, consideration of experience value attribute in service design, and suggestion of experience value model of O2O service. First, success factor of O2O service grasped from the aspect of UX design was ‘expansion of time/space/body through fusion of physical world(Offline), virtual world(Online), and next generation technology, i.e. the experience value created by improvement of physical limit’. Second, it grasped experience process, object, value and result through advanced researches of John Dewey(1958), Forlizzi (2000), Donald A. Norman(2004), and in particular, it engrafted such 5 experience modules as sense, feel, think, act, and relate of Bernd H. Schmitt(2013), who suggested holistic experience modules crossing over online and offline, upon new media-oriented consumer behavior model(AISAS) and then, it drew standards of O2O service behavior expansion. Third, as for elements of experience value, pursuant to user experience phase based on experience value theories of Cho&Kim(2010), Holbrook(1999), Scherer(2004) et al., the study drew sentimental, physical, and environmental value in the phase of sense, emotional and learning value in the phase of feel, learning and functional value in the phase of think, social, functional, and sentimental value in the phase of act, social, physical, environmental, and sentimental value in the phase of relate, and it finally schematized previously drawn experience values and proposed them as experience value models of O2O service. Through this, we can grasp not only attribute of experience values for O2O service spatial structure as per experience phase but also experiential factors and we can also use them as data to engraft them upon performance of experience design. This study tried to find a direction for experience design to move forward with respect to development and expansion of O2O service. It is thought that this study has a meaning of judging possibility of user experience values in O2O service field and that it also has a meaning as basic research for experience design in next generation convergence service field like O2O service.

전략적 체험 모듈(SEM)에 기반한 쇼핑체험의 결정요인

윤성준(Yoon Sung-Joon) 한국상품학회 2006 商品學硏究 Vol.24 No.3

  This study classifies experiential elements of shopping using 5 dimensions of Strategic Experiential Modules (sense, feel, think, act, relate) as proposed by Schmitt (1999). In order to establish relationships between these 5 dimensions and customer characteristics, the study investigates the shopping behaviors of departments stores customers as well as internet shoppers to verify the relationships between shopping values held by these showers and their shopping experience by segmenting values into utilitarian and hedonic ones. Also, it investigates the influence of perceived shopping involvement on shopping experience. Finally, the study purports to substantiate the role of prior shopping experience as moderator between shopping values and shopping experience.<BR>  According to the study result, department store shoppers were shown to have significant correlation between hedonic value and emotional experience, while the same was found for internet shoppers between utilitarian value and cognitive experience. Proving the effects of prior shopping experience on shopping experience, the customer group with low prior shopping experience was found to have shopping experience influenced more by hedonic value than utilitarian value, whereas the group with high prior shopping experience was not found to have shopping value influence shopping experience. Finally, customer"s shopping value significantly influenced shopping experience by the type of shopping stores. It was found that department store shoppers were influenced by hedonic value while internet shoppers were influenced by utilitarian value.

The Impact of Product Quality and Service Quality in Product-Service System on Economic Value : Focusing on Mediating Effect of Experience Value for Electronic Shelf Labels

( Jae-yong Yang ),( Geun-wan Park ),( Sang-ryul Lee ),( Seung-june Hwang ) 한국생산성학회 2021 生産性論集 Vol.35 No.1

In recent years, Electronic Shelf Labels (ESL) is attracting attention as an innovative price information system for offline retail stores. Paper price labels, which have been used in retail stores for a long time, are an inefficient system in delivering price and product promotion information to shoppers. The paper price label system, which is produced solely by the hand of the employees, does not provide a satisfactory experience to shoppers by frequently creating situations where inaccurate prices are displayed or prices are not announced in a timely manner. Moreover, as a large part of the work time is spent on replacing the paper price label, the productivity of the employees is lowered and the job satisfaction level is also lowered. This study aims to present indicators and models for measuring the performance of ESL system, which has recently begun to be introduced as an infrastructure for operation innovation of price information in offline retail stores. To this end, Product Quality and Service Quality factors based on ESL attributes were derived through previous studies and used as independent variables, and items related to Economic Value, one of the PSS value factors, were used as dependent variables as performance indicators. And, as mediators, the elements of Experience Value were defined from the perspective of ESL users. As a research method, a structural equation model was used to analyze the data collected from the employees of medium-sized stores of the large-scale brands that introduced ESL in Korea. As a result of the study, it was confirmed that Experience Value was completely mediated in the relationship between Product Quality and Economic Value. On the other hand, Experience Value was partially mediated in the relationship between Service Quality and Economic Value. According to the results of these, it was found that the product quality attributes of ESL have low influences on directly solving the problems of the existing price information operation, but it can affect performance through the user’s individual use experience. In contrast, Service Quality has the direct effects on performance by including the operating factors of ESL. This study developed the measurement indicators through previous researches on ‘Product Quality’, ‘Service Quality’, ‘PSS’, and ‘Experience Value’ in grasping the introduction performance of ESL. Survey data was collected from retailers who introduced ESL in Korea. This study suggests the significant academic implications in that the results of research reflecting the PSS attributes of ESL were derived through the analysis of the collected data. In addition, the results present as the practical implications that ESL suppliers and retailers must make strategies and efforts to improve the experience value and service quality of products in order to enhance the performance of ESL introduction. In particular, in the context of intensifying competition with online/mobile shopping malls today, this study has implications in that it deals with the introduction results of ESL, an automated system for delivering price information, from the viewpoint of enhancing the productivity of offline retail stores. This study has significance as an early empirical study on ESL. It is expected that there will be follow-up studies targeting stores in various sizes, types, and regions in the future.

The Effects of Brand Experience on the Perceived Value of Customers in China and Korea

Zhen-Feng CHENG,Gyu-Bae KIM 국제융합경영학회 2021 융합경영연구 Vol.9 No.3

Purpose - This study has the purpose to investigate causal relationships among brand experience, perceived value and brand support behavior in both Chinese consumers and Korean consumers. Furthermore, this study examined the moderating effects of interaction with customers in the relationships between brand experience and perceived value. Besides, this study tried to analyze the difference between the Korean customers and the Chinese customers in the causal relationships between brand experience and perceived value. Research design, data and methodology - Three research questions about the causal relationships between variables were presented and examined empirically in this study. First research question is about relationships among brand experience, perceived value and brand support behavior. Second research questions is about the moderating role of interaction with customers. Third research question is about the differences in the causal relationships between China consumers and Korean consumers. A total of 377 samples who had visited theme parks in China and Korea were surveyed and the research questions were examined by SPSS and AMOS. Results - First, sensory experience, emotional experience, and cognitive experience have significant causal relationships with perceived value in Both Chinese and Korean consumers. Perceived value has a positive effect on brand support behavior and interaction with customer has a moderating effect between brand experience variables and perceived value in Both Chinese and Korean consumers. Second, The causal relationship between behavioral experience and perceived value is not significant in Both Chinese and Korean consumers. Third, there were significant differences in the effects of emotional experience and cognitive experience on perceived value between Chinese consumers and Korean consumers. Conclusions - First, managers of theme park industry should design experience programs considering various brand experience variables for both Chines consumers and Korean consumers. Second, it is necessary to raise the level of customer interaction between employees and customers. Third, to strengthen both emotional experience and cognitive experience is necessary for both experience marketing programs for Chinese tourists and the strategy to enter the Chinese market.

특급호텔 고객의 감각적 경험이 경험적 가치관계와 SNS 구전의도에 미치는 영향

권순형,윤지환 한국관광진흥학회 2024 관광진흥연구 Vol.12 No.1

본 연구의 목적은 국내 특급호텔을 방문하는 고객이 호텔에서 느낄 수 있는 오감요소인 감각적 경험에 따라 고객 스스로 SNS 구전의도에 영향을 미치는가를 파악하고자 하였으며 또한 SNS 구전의도에 영향을 미치는 경험적 가치의 매개효과를 파악하기 위함이다. 이러한 실증적 연구를 통하여 호텔 경영성과에 직접적으로 영향을 미치는 마케팅 활동에 기여하고자 하였다. 특히 호텔을 방문한 고객이 스스로 자신의 SNS를 통하여 게시 하는 과정은 호텔을 자연스럽게 홍보할 수 있어 이는 더 많은 사람들에게 구전할 수 있는 긍정적인 효과로 나타날 것이다. 이에 고객이 홍보할 수 있도록 하는 호텔의 매력성과 차별성에 대한 전략적 방안을 제시하고자 하였다. 본 연구의 목적을 달성하기 위하여 국내 특급호텔의 현황 파악을 시작으로 감각적 경험, 가치 및 경험적 가치, 고객 행동의도와 같은 온라인 구전의도에 대한 각 요소를 기존 문헌을 바탕으로 연구하였고 실증적으로 분석하였다. 분석결과 시각, 후각, 청각, 촉각, 미각과 같은 오감요소인 감각적 경험이 높아질수록 감성 및 기능적 가치인 경험적 가치가 높아지는 것을 확인하였으며 감각적 경험의 하위요소로 시각적, 후각적, 미각적순으로 경험적 가치에 영향을 미치는 것을 확인하였다. 단, 청각적, 촉각적 효과는 경험적 가치에 유의한 영향을 미치지 않았다. 또한 감각적 경험이 높아질수록 행동의도와 같은 SNS 구전의도가 높아진다는 것을 확인하였으며 감각적 경험의 하위요소로는 시각적, 미각적, 후각적, 청각적, 촉각적 효과순으로 SNS 구전의도에 유의한 영향을 미침을 확인하였다. 그리고 경험적 가치가 높아질수록 SNS 구전의도가 높아짐을 확인하였으며 경험적 가치의 하위요소인 감성 가치, 기능 가치 순으로 SNS 구전의도에 유의한 영향을 미침을 확인하였다. 마지막으로 감각적 경험은 경험적 가치를 매개로 SNS 구전의도에 영향을 미치는 것을 확인할 수 있었다. 이처럼 감각적 경험의 하위요소인 시각적 효과는 오감요소 중 경험적 가치 및 SNS 구전의도에 가장 높은 효과를 미치는 것으로 확인되었다. 이는 고객이 가장 먼저 느낄 수 있는 첫 감각요소로서 “첫인상”이 그만큼 중요하다고 판단될 수 있다. 따라서 호텔에서는 시각적 효과를 최 우선으로 구전효과에 미칠 수 있는 호텔 내 다양한 방안을 강구해야 될 것이다. The purpose of this study was to find out whether customers themselves influence SNS word of mouth intention according to the sensory experience, which is the five elements that customers can feel in the hotel, and also to understand the mediating effect of empirical values that affect SNS word of mouth intention. Through this empirical study, it was intended to contribute to marketing activities that directly affect hotel management performance. In particular, the process of customers visiting the hotel posting through their own SNS can naturally promote the hotel, which will be a positive effect to spread word of mouth to more people. Accordingly, it was intended to suggest a strategic plan for the attractiveness and differentiation of the hotel that allows customers to promote. To achieve the purpose of this study, starting with understanding the current status of domestic luxury hotels, each element of online word of mouth intention such as sensory experience, value and experiential value, and customer behavioral intention was studied and analyzed empirically based on the existing literature. As a result of the analysis, it was confirmed that the higher the sensory experience, which is the five elements such as sight, smell, hearing, touch, and taste, the higher the empirical value, which is the emotional and functional value, and it was confirmed that the empirical value was affected in the order of the sub-elements of sensory experience. However, the auditory and tactile effects did not significantly affect the empirical value. In addition, it was confirmed that the higher the sensory experience, the higher the SNS word of mouth intention, such as behavioral intention, and the sub-elements of sensory experience were confirmed to have a significant effect on SNS word of mouth intention in the order of visual, taste, olfactory, auditory, and tactile effects. And it was confirmed that the higher the empirical value, the higher the SNS word of mouth intention, and it was confirmed that the higher the SNS word of mouth intention in the order of emotional value and functional value, which are sub-elements of empirical value. Finally, it was confirmed that sensory experience affects SNS word of mouth intention through empirical value. As such, it was confirmed that the visual effect, which is a sub-element of sensory experience, has the highest effect on the experiential value and SNS word of mouth intention among the five elements. This is the first sensory element that customers can feel, and the "first impression" can be judged to be that important. Therefore, the hotel will have to devise various measures within the hotel that can have a word of mouth effect first.

스포츠웨어 매장 내 고객 경험의 중요성 인식에 미치는 소비자의 쇼핑 가치 영향에 관한 연구

유화숙 ( Hwa-sook Yoo ) 대한가정학회 2022 Human Ecology Research(HER) Vol.60 No.4

Using Bernd H. Schmitt’s experiential modules, this study investigated the effect of shopping value on recognizing the importance of customer experience. A survey was conducted with 400 adults aged in their 20s to 50s. To analyze the data, factor analysis, a reliability test, cluster analysis, and ANOVA were conducted. The results were as follows. First, the shopping values exhibited by sportswear consumers were a utilitarian shopping value and a hedonic shopping value. Through these, consumers were classified into four groups: a shopping value-oriented group, a utilitarian shopping value group, a shopping value-unconcern group, and a hedonic shopping value group. Second, the customer experience consisted of five factors: sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, a significant difference was observed in customers’ perceived experiences according to shopping value type. In the shopping value-oriented group, all customer experiences were generally considered important, followed by the hedonic shopping value group and the shopping value-unconcern group, with the utilitarian shopping value group least likely to perceive customer experiences as important. In addition, cognitive and emotional experiences were rated highest among the five experiences, indicating that these were the most important store experiences among the various customer experience components.

농촌관광 체험요소와 지각된 체험가치 간의 정준상관관계

유세란 한국호텔리조트학회 2020 호텔리조트연구 Vol.19 No.3

The purpose of this study was to approach and analyze canonical correlation between experience elements and perceived experience value of rural tourism consumers as multi-dimensional components. Through theoretical consideration of reference, research hypotheses were set up through establishing the concepts and relationships between experience elements and perceived experience value. For this purpose, frequency analysis, exploratory factor analysis, reliability, and canonical correlation test were conducted using SPSS 20.0 on the final 422 questionnaires through the allocation sampling method for tourists aged 20 or older who have experience in rural tourism within the last year. According to the exploratory factor analysis results, experience elements of rural tourism consumers were found to be four factors: ‘educational experience’, ‘entertainment experience’, ‘esthetics experience’, and ‘escape experience’, while perceived experience value was found to be four factors: ‘functional value’, ‘economic value’, ‘emotional value’, and ‘social value’. As a result of conducting canonical correlation test between the two variables, it was found that ‘entertainment experience’ and ‘educational experience’ of the rural tourism experience elements are more likely to explain perceived experience value, and that ‘emotional value’ and ‘economic value’ are more likely to explain experience elements, showing a relatively strong correlation. The results of this study provide useful information to rural tourism managers, and it is expected that strategic implications will be provided for the development of experience programs in the future and used as basic data.